MARKETNG 2503NA - Marketing Communications II
Ngee Ann Academy - Trimester 2 - 2017
General Course Information
Course Code MARKETNG 2503NA Course Marketing Communications II Coordinating Unit Business School Term Trimester 2 Level Undergraduate Location/s Ngee Ann Academy Units 3 Contact Up to 36 hours Available for Study Abroad and Exchange N Course Description The course aims to provide students with an understanding of the communication aspects of marketing. It will cover the range of tools available to marketers for the purpose of promotion such as advertising, sales promotion, personal selling, sponsorship, publicity and public relations as well as the process by which these are integrated and planned.
Course Coordinator: Ms Kate DuryeaCatherine (Kate) Duryea
The full timetable of all activities for this course can be accessed from Course Planner.
Course Learning OutcomesOn successful completion of this course, students will be able to:
1 Apply basic communication theories and concepts to undestand the business environment for a company and undestand marketing communication activities 2 Undertake analysis to develop appropriate marketing communication objectives for a specified target market considering a range of media and methods available to marketers 3 Indentify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit 4 Present a brief verbal presentation to the class showing insight and analysis 5 Show analysis in case study and discussion work for participation marks which indicate critical thinking. Activities may cover campaigns in other countries and may consider ethical implications.
University Graduate Attributes
This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:
University Graduate Attribute Course Learning Outcome(s) Deep discipline knowledge
- informed and infused by cutting edge research, scaffolded throughout their program of studies
- acquired from personal interaction with research active educators, from year 1
- accredited or validated against national or international standards (for relevant programs)
1,2, 3 Critical thinking and problem solving
- steeped in research methods and rigor
- based on empirical evidence and the scientific approach to knowledge development
- demonstrated through appropriate and relevant assessment
2,3,5 Teamwork and communication skills
- developed from, with, and via the SGDE
- honed through assessment and practice throughout the program of studies
- encouraged and valued in all aspects of learning
3,4 Career and leadership readiness
- technology savvy
- professional and, where relevant, fully accredited
- forward thinking and well informed
- tested and validated by work based experiences
3,4 Intercultural and ethical competency
- adept at operating in other cultures
- comfortable with different nationalities and social contexts
- able to determine and contribute to desirable social outcomes
- demonstrated by study abroad or with an understanding of indigenous knowledges
5 Self-awareness and emotional intelligence
- a capacity for self-reflection and a willingness to engage in self-appraisal
- open to objective and constructive feedback from supervisors and peers
- able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
Required ResourcesRequired text book: Chitty, Luck, Valos, Barker and Shimp (2015 – 4th Edition), Integrated Marketing Communications,
CengageLearning, (ISBN 9780170254304).
Other books referred to in the course are:
Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney
Duncan, T. IMC, using advertising and promotion to build brands, International Edition, Irwin McGraw-Hill. Australia, Sydney (2003)
Rix, Buss & Herford. Selling, a consultative approach, 2nd Edition, Irwin McGraw-Hill. Australia, Sydney. (2001)
Wells, Burnett & Moriarty.Advertising principles and practices, 6th Edition, Prentice Hall. Australia, Melbourne. (2003)
Recommended ResourcesOver the next 2 months you will be surrounded by Marketing Communications – some of the best resources for learning and thinking you have will be in the way you pay attention to the marketing communication that is around you. Think about what you see on TV, the web, read in papers and hear on the radio. Relate it to what you are talking about in tutorials and lectures and you’ll enhance your learning. In addition, more formal resources can be found in the way of -
Journal of Advertising Research
Journal of Marketing
Journal of Marketing Research
World Federation of Advertisers (www.wfanet.org/en)
AC Nielsen (www.acnielsen.com)
Roy Morgan (www.roymorgan.com)
Australian Bureau of Statistics (www.abs.gov.au)
IAB Australia (www.iabaustralia.com.au)
B & T Australia (www.bandt.com.au)
Advertising Foundation of Australia (www.afa.org.au)
Public Relations Institute of Australia (www.pria.com.au)
Advertising Standards Bureau
Advertising Standards Authority of Singapore (http://asas.org.sg)
Institute of Public Relations Singapore
Info COmmunications Media Development Authority
Online LearningMyUni will be used in this course for
Lecture Slides available as PDFs
AV Recording of the Lecture Sessions
Class-sourcing - discussion and thoughts
Learning & Teaching Activities
Learning & Teaching ModesAs outlined in the course timetable, this course uses face-to-face lectures with discussions and workshop. The timetable will be discussed in more detail at the lecture and is outlined in the Course Outline.
The information below is provided as a guide to assist students in engaging appropriately with the course requirements.The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 12 hours for a three-unit course in total per week.
Learning Activities Summary
Session Topic - full details in the Course Outline.
This is in a condensed mode for Singapore.
Monday May 22 ... 1-3pm Topic 1 IMC, Assessment outline, course outline
Tuesday May 23 10-12pm Topic 2 lecture Communication Process and Persuasion. Afternoon tutorial (1-3pm)
Wednesday May 24 10-12pm Topic 3 lecture Segmentation and Brand Positioning, Advertising and Digital Communications. Afternoon tutorial (1-3pm)
Thursday May 25 10-12pm Topic 4 lecture Planning and Implementation, Broadcast Media. Afternoon tutorial (1-3pm)
Friday May 26 10-12pm Topic 5 Print and Support Media, Media Analysis. Afternoon tutorial (1-3pm)
Monday June 19 10-12pm Topic 6 lecture Direct Marketing, Sales Promotion, Digital Marketing. Afternoon tutorial (1-3pm)
Tuesday June 20 10-12pm Topic 7 lecture Personal Selling, Public Relations, Sponsorship. Afternoon tutorial (1-3pm).
Wednesday June 21 10-12pm Topic 8 Evaluating IMC. Afternoon tutorial (1-3pm).
Thursday June 22 No lecture in morning. Tutorial presentations 1-3pm
Friday June 23 10-12pm Exam Format and Revision lecture. Tutorial presentations and exam preparation 1-3pm.
Specific Course RequirementsWhile there are no prerequites, there is assumed knowledge that students have taken at least two marketing specialisation courses.
Small Group Discovery ExperienceThere is Small Group Discovery as groups work in pairs for the presentation project and also investigate a campaign and target audience for the group assignment.
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- Assessment must maintain academic standards.
Assessment Task Weighting Learning Outcome Tutorial participation and discussion, monitored and must be active participation. 10% Marketing Audit (Group) 10% Presentations (while done in pairs, individual marks) 10% Marketing Communication Brief (Group) 20% Exam 50% Total 100%
Assessment DetailFull details are provided in the course outline and at the first lecture session.
SubmissionSubmission required on MyUni to go through TurnItIn plagiarism software. Please ensure you have a separate copy in case of computer glitches.
Grades for your performance in this course will be awarded in accordance with the following scheme:
M10 (Coursework Mark Scheme) Grade Mark Description FNS Fail No Submission F 1-49 Fail P 50-64 Pass C 65-74 Credit D 75-84 Distinction HD 85-100 High Distinction CN Continuing NFE No Formal Examination RP Result Pending
Further details of the grades/results can be obtained from Examinations.
Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.
Final results for this course will be made available through Access Adelaide.
The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.
SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.
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